Mills & Boon partners with Asda for Breast Cancer Awareness Month

Mills & Boon is partnering with Asda for Breast Cancer Awareness Month in October to raise funds and awareness for breast cancer campaign, Tickled Pink, for the second year in a row. 

Last year saw Mills & Boon raise £10,000 for Tickled Pink through author collections in Asda shops up and down the country and through 10% of the sales of nine Mills & Boon titles last October.

This year, Mills & Boon aim to ‘Tickle the UK Pink’ with authors once again visiting their local Asda shops from Friday 4th – Sunday 6th October to collect funds across the UK, including locations in Scotland, England and Wales. Asda will also be stocking an exclusive early edition of Abbey Clancy’s I’ll Be Home For Christmas, with 10% of the sales from each book sold going towards Tickled Pink charities Breast Cancer Now and Breast Cancer Care.

For the first time this year, Mills & Boon have created dedicated fundraising packs available to download via their website. The campaign will be supported on social media throughout the weekend, and the ampersand in the Mills & Boon logo will be replaced by the Tickled Pink ribbon for the duration of the month.

Joanna Rose, marketing director at Mills & Boon, said: "We are very proud that Mills & Boon is supporting Asda’s Tickled Pink Campaign again this year. I’ll Be Home For Christmas, our exclusive Tickled Pink book from Abbey Clancy, will delight readers and raise vital funds with every copy sold, and Mills & Boon authors will be visiting their local Asda stores around the UK to collect money and raise awareness for a cause that we know resonates with so many of our authors and readers."